scholarly journals STRATEGI KOMUNIKASI PEMASARAN DIGITAL PADA PRODUK KULINER TRADISIONAL

2019 ◽  
Vol 1 (2) ◽  
pp. 141-149
Author(s):  
Ida Ri’aeni
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Online Store ◽  
Store Product ◽  
One Stop ◽  
The Media ◽  
Brand Promotion

Digital marketing communication strategy is a brand promotion activity that has been planned and arranged systematically.  Its strategy builds brand interaction within its users. This marketing strategy is also carried out by several traditional Cirebon culinary business people. The purpose of this study was to analyze the marketing communication strategy in the three producers of Cirebon savory sticky rice, namely: Ketan Gurih (Sticky Rice), Mrs. Yudi; Ketan Gurih Kamba’s Table, and Ketan Gurih Ny. Lany. The research method used is descriptive qualitative. The results showed that the digital marketing strategy carried out by traditional products was to build a one stop shopping image on offline stores by sorting out some products that could be sold online, innovating products with special flavors, building confidence in consumers that the product was trusted and legendary, also endorsement of mass media (through television culinary programs) and positive testimonials from consumers who have used the product. In addition to direct marketing in stores (offline) where producers open outlets, the media used in the marketing of this Cirebon savory sticky rice are Instagram, whatsapp, line, SMS / Phone and online store (tokopedia / bukalapak). In the online store, product descriptions are described that only hold 1-3 days, and advice on the use of expedition services (shipping) that arrive quickly so that the product is still awake and good for consumption. Abstrak Strategi komunikasi pemasaran digital adalah suatu kegiatan promosi merek yang sudah direncanakan dan disusun secara sistematis.  Strategi tersebut membangun interaksi merek dengan penggunaanya.  Strategi pemasaran ini juga dilakukan oleh beberapa pelaku usaha kuliner tradisional khas Cirebon. Tujuan penelitian ini untuk menganalisis strategi komunikasi pemasaran pada tiga produsen ketan gurih Cirebon yaitu: Ketan Bumbu Ibu Yudi, Ketan Gurih Kamba’s Table, Ketan Gurih Ny. Lany. Metode penelitian yang dilakukan adalah deskriptif kualitatif. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang dilakukan oleh produk tradisional ini yaitu membangun citra one stop shopping pada toko offline dengan memilah beberapa produk yang bisa dijual secara online, melakukan inovasi produk dengan citarasa khusus, membangun keyakinan terhadap konsumen bahwa produk terpercaya dan legendaris, juga melakukan endorsement media massa (melalui program kuliner televisi) serta testimoni positif dari konsumen yang sudah menggunakan produk tersebut. Selain pemasaran secara langsung di toko (offline) tempat produsen membuka gerai, media yang digunakan dalam pemasaran digital ketan gurih Cirebon ini adalah instagram, whatsapp, line, SMS/ Telpon dan toko online (tokopedia/bukalapak). Pada toko online tersebut, dijabarkan deskripsi produk yang hanya tahan 1-3 hari, dan saran penggunaan jasa ekspedisi (pengiriman) yang cepat tiba agar produk masih terjaga dan baik untuk dikonsumsi.

scholarly journals Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

2021 ◽  
Vol 8 (2) ◽  
pp. 165
Author(s):  
Rifkya Xena Aminullah JR ◽  
Jokhanan Kritiyono
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
Brand Image ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
The Public ◽  
Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

scholarly journals Marketing Communication Strategy Using Direct Marketing For Start-Up Fashion Brand Teemochi

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Yohanes Dicky ◽  
Alvanoz Zpalanzani Mansoor
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Brand Awareness ◽  
Strategy Development ◽  
Marketing Communication ◽  
Fashion Brand ◽  
Start Up ◽  
Promotional Strategies

Teemochi is a fashion brand that values comfort the most and expect users to get a deep feeling of comfort by using Teemochi products. Teemochi, which just arrived in the community in October 2019, has a number of problems with brand awareness and relatively little sales. Therefore, the aim of this research is to create a marketing communication strategy that increases Teemochi brand awareness and how that marketing strategy can also affect sales. This study uses internal and external analysis to know the conditions and look for sources of problems that exist in the Teemochi. In internal analysis, this research uses Resource Based View Analysis which using Segmenting, targeting, and positioning (STP) internal data and Marketing Mix before. In external Teemochi analysis uses Customer Analysis, Competitor Analysis and Industry Analysis using Porter’s 5 Forces. After knowing the condition and the problems faced by Teemochi, it is known that promotion is the main problem that will be discussed further to help Teemochi in general. Therefore, recommendations that can be given in this study include Instagram Advertising, Paid promotion, Video marketing and 17 other promotional strategies. The direct marketing method on social media especially through Instagram is the chosen method so that the existing marketing strategy can increase Teemochi brand awareness and influence also to increase Teemochi sales. After all analysis and strategy development have been outlined, a timeline and budgetary budget are also made to realize all marketing strategies that have been formed. All strategies that have been made will lead and lift one value from Teemochi itself, namely "Comfy" with the slogan #ComfyEveryday and #ComfyCanBeFun.

scholarly journals ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN

2019 ◽  
Vol 1 (1) ◽  
pp. 61-73
Author(s):  
Dessy Kurniawanti ◽  
Bambang Hendrawan
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Community Relations ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Collection Data ◽  
Depth Interviews

This study aims to analyze how the process of marketing communication strategies such as: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing conducted by PT. Indonesia Villajaya. The research data was obtained through direct observation, documentation, as well as in-depth interviews with five informants. This research method using descriptive qualitative method. Analysis of the data include: data collection, data reduction, data presentation, and conclusion. The results showed that PT. Indonesia Villajaya conduct marketing communication strategy with reference to the integrated marketing communications strategy with process include: advertising, sales promotion, direct marketing, personal selling, and community relations & publicity. With the process of the strategy undertaken during this helps in increasing the public's brand awareness, enhance brand image and increase sales for the company

scholarly journals PEMANFAATAN FACEBOOK MARKETING UNTUK MENINGKATKAN OMSET PENJUALAN UMKM TEMBILAHAN

2021 ◽  
Vol 7 (2) ◽  
pp. 103-111
Author(s):  
Dwi Yuli Prasetyo ◽  
Fitri Yunita ◽  
Abdul Muni
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Consumer Data ◽  
To Come ◽  
Main Components ◽  
Depth Interviews ◽  
Facebook Marketing

At present marketing and sales of UMKM products in Tembilahan are still done by manually or through broadcast messages and waiting for visitors to come to the store. This method is not optimal in delivering information because the promotion does not reach people who are far from the location of the store. Today's social media is a very popular tool and is in demand by UMKM players, one of which is Facebook in which there is a marketplace feature that can reach promotions and sales that do not know space and time. This study aims to find out and analyze the Facebook marketing communication strategy used by Gadisty Screen Printing Tembilahan includes planning and the results of its implementation in increasing sales in each branch. The method used is observation, in-depth interviews and documentation. Research was carried out in Tembilahan, data was analyzed using Miles & Huberman models. The results showed Facebook accommodated the components that existed in marketing communication strategies such as providing consumer data to validate segmentation, targeting, and positioning as well as research material in determining the production of Facebook marketing content. Marketing strategies are executed on Facebook FanPage, Personal and Group accounts. The three main components of Facebook marketing running marketing mixes such as advertising, sales promotions, private sales, direct marketing, public relations and publicity. Popular marketing content on Facebook is the characteristics of Cover / Soft Selling and Video.

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

2019 ◽  
Vol 6 ◽  
pp. 84
Author(s):  
Santa Bormane
Keyword(s):  
Consumer Involvement ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Management ◽  
Buying Decisions

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions.  The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value. 

The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in Business-to-Business Markets

2018 ◽  
Vol 55 (1) ◽  
pp. 48-68 ◽  
Author(s):  
Kihyun Hannah Kim ◽  
V. Kumar
Keyword(s):  
Direct Marketing ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Resource Reallocation ◽  
Relational Values ◽  
Value Propositions ◽  
Using Data ◽  
Purchase Behaviors ◽  
Business To Business

Business-to-business firms spend significant resources in direct marketing to manage close relationships with their customers. Nevertheless, there is limited understanding of how the effectiveness of direct marketing communications varies by value propositions. Typically, direct marketing efforts are geared toward explicitly featuring economic or relational values. To implement an effective communication strategy catering to customers' preferences, firms should understand how customers consistently evaluate these organizational marketing communications, which ultimately affect their buying behaviors. Therefore, the authors analyze marketing messages and employ content analysis to capture the two distinct types of direct marketing communications. Using data from a Fortune 500 business-to-business service firm and a robust econometric model, they find that the (1) effects of economic and relational marketing communication on customer purchase behaviors interplay and vary over time, (2) latent stock of direct marketing communication affects customer purchase behaviors, and (3) evolution of customers' perceived importance can be recovered using transaction data. Overall, the authors provide a marketing resource reallocation strategy that enables marketers to customize marketing communications and improve a firm's financial performance.

scholarly journals Managing Digital Marketing Communication of Coffee Shop Using Instagram

2020 ◽  
Vol 14 (05) ◽  
pp. 108
Author(s):  
Dewi K Soedarsono ◽  
Bahtiar Mohamad ◽  
Adamu Abbas Adamu ◽  
Kennia Aline Pradita
Keyword(s):  
Empirical Studies ◽  
Structured Interview ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Communication Tools ◽  
Coffee Shop ◽  
Marketing Tool ◽  
Cost Efficient ◽  
Promotional Message

This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in  promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.

scholarly journals PERANCANGAN STRATEGI DIGITAL MARKETING COMMUNICATION BAGI INDUSTRI PERHOTELAN DALAM MENJAWAB TANTANGAN ERA POSMODERN

2020 ◽  
Vol 6 (01) ◽  
pp. 051
Author(s):  
Monika Teguh ◽  
Selvy Tri Ciawati
Keyword(s):  
Communication Strategies ◽  
Hotel Industry ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Access To Information ◽  
Information Distribution ◽  
Internet Users ◽  
Hospitality Sector ◽  
Website Features

ABSTRACT The development of consumer culture in the era of technology has a direct impact on business competition in the hospitality sector. To be in a superior position in winning the competition, it requires the implementation of strategic planning. With the significant growth of internet users, the hotel industry must make good use of the situation, namely promoting digital marketing communication strategies. The purpose of this research is to design a digital marketing communication strategy for the Golden Tulip Legacy Hotel in Surabaya to overcome the postmodern era challenges. The research method is descriptive qualitative. The study is focused on the website and Instagram design, because it is the main access to information distribution of the Golden Tulip Legacy Surabaya. The informants in this study are selected speakers based on criteria that fit the purpose of the study. The method of data collection is done by observation, interviews, and documentation. The results of this study are the design of innovative digital marketing communication strategies that can be made with a management calendar, content formulation system, updated website features, optimized Instagram, and following the latest trends. Keywords; marketing strategy, digital marketing communication, website, Instagram ABSTRAK Perkembangan budaya konsumen di era teknologi berdampak langsung pada persaingan bisnis di dalam bidang perhotelan. Untuk berada di posisi yang unggul dalam memenangkan persaingan, diperlukan adanya implementasi dari perencanaan yang strategis. Dengan pertumbuhan pengguna internet yang signifikan, industri hotel harus memanfaatkan keadaan dengan baik, yakni melakukan promosi dengan strategi digital marketing communication. Tujuan dari penelitian ini adalah untuk merancang strategi digital marketing communication bagi Hotel Golden Tulip Legacy Surabaya agar dapat menjawab tantangan pada era postmodern. Jenis penelitian yang digunakan adalah kualitatif deskriptif yang berfokus pada website dan Instagram karena merupakan akses penyaluran informasi utama Golden Tulip Legacy Surabaya. Informan dalam penelitian ini adalah narasumber yang terpilih berdasarkan kriteria yang sesuai dengan tujuan penelitian. Metode pengumpulan data dilakukan dengan observasi, wawancara, dan dokumentasi. Hasil penelitian ini adalah perancangan strategi digital marketing communication yang inovatif dapat dibuat dengan kalender pengelolaan, sistem perumusan konten, pembaharuan fitur website, pengoptimalan Instagram, dan mengikuti tren terkini. Kata kunci; strategi pemasaran, komunikasi pemasaran digital, website, Instagram

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